The Impact of Verbal Anchoring on Consumer Response to Image Ads

  title={The Impact of Verbal Anchoring on Consumer Response to Image Ads},
  author={B. J. Phillips},
Abstract Verbal copy is thought to anchor, or help explain, the meanings of complex image ads to consumers. This study examines the effect of verbal anchoring on consumers' comprehension and liking of complex image ads. Explanatory headlines that differed in level of verbal anchoring were inserted into ads containing pictorial metaphors. Path analysis results indicate that headlines that provide a clue to the meaning of a pictorial metaphor increase ad liking by increasing comprehension… CONTINUE READING

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